A projection of the social- political situation of the time,
How does it reflect the design aesthetics of the period?
Magazines and its impact
on the
Post World War II period
During the post war period , magazines were the main mean of communicating, lifestyle and social ideals. The increase of “leisure time resulting from a shorter week in business and industry”, improvements in transportation, paid vacations, and so on affected the growth of the Magazine industry. It had created more time to consult and read them.
Women who had served in the labor force, went back home. Thus World War II and “the propaganda of Rosie the Riveter” inaugurally provided opportunities for women to work and participate in activities that didn’t necessarily involve their household.
As a result popular magazines were used to re-appropriate gender roles. It portrayed “the ideal women” stereotype by emphasizing the traditional concepts of femininity. It exemplified “the concept of women’s total fulfillment through their role as housewife and mother”. Women were expected to feel accomplished “only in sexual passivity, male
Magazines and Advertising were one of the primary forces behind the creation of “the ideal women” considering that it illustrated the exemplary life at home by only advertising home products, making women better domiciliary consumers. It portrayed women shopping rather than working, and projected woman in need of male recognition and appreciation.
Thereupon popular imagery was used as propaganda to acquire a social control in the Post War period.